Amazon Sponsored Display ads have become an essential part of advertising strategy for sellers and vendors on Amazon by 2025. As competition intensifies and customer attention becomes harder to capture, mastering this self-service display advertising solution is crucial for any brand looking to grow visibility and conversions on and off Amazon. This tutorial guides you through everything you need to know about Sponsored Display campaigns—from setup to optimization.
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What is Amazon Sponsored Display?
Amazon Sponsored Display is a PPC (Pay-Per-Click) ad type that enables advertisers to target audiences based on shopping behaviors, interests, and previous interactions. Unlike Sponsored Products or Sponsored Brands, it focuses more on audience rather than just keywords, making it an ideal strategy for awareness, consideration, and retargeting.
With Sponsored Display, you can serve ads both on Amazon (product detail pages, search results) and off Amazon (third-party websites and apps), providing extended reach and enhanced cross-platform brand presence.
Setting Up a Sponsored Display Campaign in 2025
Starting a Sponsored Display campaign is more intuitive than ever. Here’s a step-by-step guide:
- Login to Seller Central or Amazon DSP – Go to your advertising dashboard.
- Click on “Create Campaign” and select “Sponsored Display”.
- Choose your targeting strategy:
- Audiences – For reaching users based on behaviors and interests.
- Views remarketing – Retarget those who viewed your product but didn’t purchase.
- Product targeting – Show ads on related product listings or categories.
- Select products that you want to advertise.
- Set your budget and bids – Daily budget and CPC bid amount.
- Customize your creative – Include a brand logo, custom headline, and choose your format (static or video).
- Launch the campaign and monitor its performance.
Best Practices for 2025
To stay ahead of the curve with Sponsored Display in 2025, follow these updated best practices:
- Utilize Amazon Marketing Cloud (AMC) for deeper insights into shopper journeys and multi-touch attribution.
- Leverage AI-generated creatives to A/B test your ads automatically for better performance.
- Create separate campaigns for each objective—awareness, conversion, and remarketing.
- Optimize audience segmentation by refining demographics and behavioral targeting attributes.
- Increase bid amounts for high-performing ASINs or time-sensitive products to capture more impressions.
- Use video formats when targeting mobile audiences—Amazon prioritizes these formats in mobile placements.
Analyzing Performance
After launch, tracking performance is key. Here’s what to monitor:
- Impressions – Gauge your reach.
- Click-Through Rate (CTR) – Are people engaging with your ads?
- Conversion Rate – Measure sales effectiveness.
- ACOS (Advertising Cost of Sale) – Maintain profitability.
- ROAS (Return on Ad Spend) – Use this to compare campaigns strategically.
You can access detailed reports via the Amazon Advertising Console or use external analytics tools that integrate with Amazon’s API for granular insights.
FAQ – Amazon Sponsored Display in 2025
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Q: Is Sponsored Display available for everyone on Amazon?
A: It’s available for both vendors and professional sellers in most marketplaces. Even emerging brands can utilize Sponsored Display once they’re brand registered. -
Q: What’s the difference between views remarketing and audience targeting?
A: Views remarketing focuses on users who specifically viewed your product, while audience targeting allows you to reach broader segments based on behavior and interests. -
Q: What kind of creatives can I use?
A: You can use image-based static creatives or videos. Adding headlines and logos helps with brand identity and engagement. -
Q: Should I run video or static ads?
A: Test both, but in 2025, video ads are showing higher engagement, especially on mobile devices. -
Q: Can I run Sponsored Display ads off Amazon?
A: Yes, Sponsored Display supports ‘off Amazon’ inventory including thousands of Amazon partnered websites and apps.
Mastering Amazon Sponsored Display ads in 2025 isn’t just about launching campaigns—it’s about refining them continuously using automation, insight tools, and better targeting. Done right, they can significantly elevate your brand visibility and sales performance.
